What is the best web & product analytic tool right now?

Amplitude leads this list by user signals — it is best for product teams that need behavioral analytics, session replay, and lightweight experimentation in one tool, and prefer usage-based pricing tied to event volume over per-seat licensing. Contentsquare is the strongest runner-up.

Which web & product analytics are free?

14 of the 18 tools here have a usable free tier or are fully free: Amplitude, Crazy Egg, FullStory, Google Analytics, Heap and 9 more.

Are there open-source web & product analytics?

Yes — Matomo, Plausible, PostHog, Umami are open source.

18 Best Web & Product Analytics in 2026

Web and product analytics software tracks visitor behavior, page views, and user events on websites and apps, used by marketers, product teams, and founders.

Top web & product analytics

Tool	Best for	License	Price	Reviews
Amplitude	product teams that need behavioral analytics, session replay, and lightweight experimentation in one tool, and prefer usage-based pricing tied to event volume over per-seat licensing	Freemium	Free	4.6/5 on Capterra (68 reviews)
Contentsquare	enterprise and mid-market brands (retail, financial services, travel, B2B) that need AI-prioritized experience analytics across web and mobile without manual event tagging, and have budget for a custom enterprise contract	Paid	Custom pricing
Crazy Egg	marketers and website owners who want pageview-based (not per-seat) pricing for heatmaps, session recordings, and lightweight A/B testing	Freemium	Free tier · paid from $29/mo	4.4/5 on Capterra (87 reviews)
Fathom Analytics	website owners who want GDPR/CCPA-compliant analytics without cookie-consent banners and don't need Google Analytics' behavioral-targeting depth	Paid	From $15/mo
FullStory	product and UX teams who need to watch actual user sessions to diagnose friction, not just aggregate funnel metrics	Freemium	Free	4.6/5 on Capterra (67 reviews)
Google Analytics	businesses that want free, event-based web and app analytics tightly integrated with Google Ads for campaign measurement	Freemium	Free	4.7/5 on Capterra (8,101 reviews)
Heap	product teams that want non-technical staff to build and adjust event funnels retroactively, without waiting on engineering to instrument new tracking code	Freemium	Free	4.5/5 on Capterra (42 reviews)
Hotjar	small teams and site owners who want session recordings and heatmaps without a self-serve paid tier, using the free plan's 200,000-session monthly allowance	Freemium	Free	4.6/5 on Capterra (545 reviews)
Lucky Orange	ecommerce and SaaS marketing teams under ~50,000 monthly sessions who want heatmaps, session recordings, and on-site surveys in one subscription instead of buying each separately	Paid	From $32/mo
Matomo	organizations that need GDPR-compliant web analytics with full ownership of raw visitor data, either self-hosted for free or on a paid Cloud/On-Premise support plan	Open core	Free	5/5 on Product Hunt (5 reviews)
Microsoft Clarity	marketing and product teams who want free, unlimited session recordings and heatmaps to complement traffic analytics they already run in Google Analytics	Free	Free	4.4/5 on Product Hunt (10 reviews)
Mixpanel	product teams tracking funnels, retention, and feature adoption across web and mobile without writing SQL	Freemium	Free	4.5/5 on Capterra (146 reviews)
Mouseflow	digital marketers and CRO specialists who need session replay and heatmaps to diagnose where a specific page or checkout flow loses users, without paying per seat as the team grows	Freemium	Free tier · paid from $25/mo
Pendo	product and revenue teams at mid-size to enterprise software companies who need in-app guidance and usage analytics without writing custom instrumentation code for every feature	Freemium	Free	4.5/5 on Capterra (238 reviews)
Plausible	website owners and agencies who need GDPR-compliant analytics without a cookie consent banner or Google Analytics' complexity	Open core	From $9/mo	4.6/5 on Capterra (8 reviews)
PostHog	product and engineering teams who want analytics, session replay, feature flags, and error tracking in one platform instead of stitching together separate tools	Open core	Free	5/5 on Product Hunt (253 reviews)
Simple Analytics	privacy-conscious teams and EU-based companies that want cookieless, consent-banner-free analytics and EU-hosted data storage	Freemium	Free tier · paid from $20/mo	4.8/5 on Capterra (46 reviews)
Umami	developers and privacy-conscious teams who want cookie-free, GDPR-compliant web analytics they can self-host for free or run as a lightweight paid cloud service	Open core	Free tier · paid from $20/mo	5/5 on Product Hunt (11 reviews)

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Alternatives to Amplitude5 Alternatives to Contentsquare4 Alternatives to Crazy Egg3 Alternatives to Fathom Analytics5 Alternatives to FullStory5 Alternatives to Google Analytics6 Alternatives to Heap5 Alternatives to Hotjar5 Alternatives to Lucky Orange5 Alternatives to Matomo5 Alternatives to Microsoft Clarity6 Alternatives to Mixpanel5 Alternatives to Mouseflow6 Alternatives to Pendo4 Alternatives to Plausible5 Alternatives to PostHog4 Alternatives to Simple Analytics5 Alternatives to Umami5

Frequently asked questions

What is the best web & product analytic tool right now?: Amplitude leads this list by user signals — it is best for product teams that need behavioral analytics, session replay, and lightweight experimentation in one tool, and prefer usage-based pricing tied to event volume over per-seat licensing. Contentsquare is the strongest runner-up.
Which web & product analytics are free?: 14 of the 18 tools here have a usable free tier or are fully free: Amplitude, Crazy Egg, FullStory, Google Analytics, Heap and 9 more.
Are there open-source web & product analytics?: Yes — Matomo, Plausible, PostHog, Umami are open source.